brand design + market strategy

Case Study: Rebranding Descanso Gardens

It started innocently enough, with a simple request to create a set of rules around using their wordmark and design a style guide around it. Just a guiding document for internal departments and external contractors to follow for a consistent presentation of all Descanso Gardens print matter. As with many things, though, that which appears simple has many unanticipated questions and discussions ahead, so we started as we always do, with discovery!

In this case, we did a full identity audit of the past few years of print matter, sorted by type [main stationery set, organization communications, membership campaigns, fundraising efforts, field guides, event collateral, signage], mounted to boards and affixed to the walls for all decision-makers to review and discuss. There’s nothing like seeing everything you’ve put out into the world all in one place to really see what works and what doesn’t. My approach is to collect everything and prepare the boards, along with best recommendations ahead of time, then present to the group and see where the discussion goes. Separately, we did a brand audit interview worksheet for stakeholders to fill out separately, to make sure the forward look of the organization was in line with the mission and the values of their membership. This is often where the best insider advice comes out, when people have the chance to speak anonymously.

Much of their core identity was very strong, it just needed a bit of refinement and standardization. Descanso Gardens’ main mission is to steward the land left by the Boddy estate, which includes in greatest number an impressive collection of camellias and native oak trees. We revised the leaf cluster used previously to reflect those of coast live oaks, and gave them a simple boxed wordmark in their signature green that keeps visual continuity with their previous setup. For social media, everything is further simplified, but the 3 elements are all there.

Expanding to the full identity set, we have a standard logo setup, address lockup, leaf cluster placements for bleeds and non-bleeds alike. Descanso previously used an extended color palette reflective of the 4 seasons, which we modestly updated and applied to the business cards, specialty communications and membership campaigns.

Finally, the set was complete, and guidelines could be compiled into a style guide. We’ve covered everything from the basics of logo usage and type styles to organizational messaging and positioning. For the in-house departments, we have the basics of 1-sheet and flyer layouts, and for off-site contractors we have lock-ups and callouts and color specs for all color spaces.

Is it time to whip your identity into shape? A brand & identity audit can get everything on track and moving in the right direction, and it also happens to be what we do. Say hello anytime and let us know how we can help.